Jason Wu, the 27-year-old designer who has made headlines dressing First Lady Michelle Obama, "will lend his design talents and fashion insight to General Imaging to influence the style and aesthetic design in a new line of point-and-shoot cameras".

"As a highly visual person, I love taking pictures of the many beautiful things I encounter in my everyday life which then often influence my designs. It seemed like a natural to partner with GI on a camera that represents my style and passion for photography", says Wu.

The new line of cameras will be introduced alongside Jason Wu's fall collection during New York Fashion Week in February.